Media Industry
Industry: Email Alert RSS FeedNews investment pays off.(THE ROBINS REPORT)
Broadcasting & Cable, September, 2005 by Robins, J. Max
First, there was the fawning profile of Leslie Moonves in the Sept. 4 New York Times Magazine--on a weekend when the country was preoccupied with the catastrophe of Hurricane Katrina--in which the CBS chairman and Viacom co-COO outlined his prescription for fixing the ailing CBS Evening News.
The key, he said, was to adopt the formula that worked so well in prime time: not too many negative stories, with attractive people delivering the news in a more compelling way. "We have to break the mold in news," Moonves said. The revamped newscast, he said, should fall somewhere between a scantily clad woman reading the headlines and "two boring people behind a desk." Two days after the Moonves piece appeared, beleaguered nice guy Neal Shapiro--who for months...
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